Social media networks are designed to create engagement but not command and control.

DUH....

Ok, as marketers, we have to strike a balance between our corporate managment or client's expectation ad the reality of the market. Increasingly, marketers MUST KNOW EXACTLY WHO they are trying to influence. Without that understanding, our effectiveness is greatly limited or, worse yet, eliminated.

I implore all marketers -- DO THE RESEARCH. It's not expensive and can save you more trouble than imagined and make you a hero for your company or client.